Predicting Behavioral Intentions of Hair Salon Visitors Using a Goal-Directed Behavior Model

This study investigated the effects of subjective norms, negative expectation emotions, positive expectation emotions, attitudes, perceived behavior, aspiration, and behavioral intentions for beauty salon visitors. To this end, a total of 322 questionnaires were distributed to beauty salon customers in Seoul. Using SPSS22.0, the collected data are analyzed by frequency analysis, reliability analysis, regression analysis, and mediated regression analysis, and the results are, first, the higher the positive prediction emotion, the higher the aspiration. Second, it was found that the attitude of beauty salon visitors affects behavioral intentions. Third, the higher the aspiration, the higher the behavioral intention. In summary, the behavioral factors of visiting beauty salons are not related to aspiration and behavioral intention. It is expected to increase the visit rate. It is expected that there will be more reliable follow-up studies through the subdivision of various variables with a wide range of age and region.